Integrated Media Management

Level: Entry/ mid

Relevant Role: Media Planner

Role in Summary

Media planners identify which media platforms would best advertise a client's brand or product. They work within advertising agencies or media planning and buying agencies. They enable their clients to maximise the impact of their advertising campaigns through the use of a range of media.
Media planners combine creative thinking with factual analysis to develop appropriate strategies to ensure that campaigns reach their target audiences as effectively as possible. They apply knowledge of media and communication platforms to identify the most appropriate mediums for building awareness of a client's brand

Routine tasks include;

• working with the client and the account team to understand the client's business objectives and advertising strategy;
• liaising with the creative agency team, clients and consumers to develop media strategies and campaigns;
• making decisions on the best form of media for specific clients and campaigns;
• undertaking research and analysing data using specialist industry resources;
• identifying target audiences and analysing their characteristics, behaviour and media habits;
• presenting proposals, including cost schedules, to clients.

Implementation:

• recommending the most appropriate types of media to use, as well as the most effective time spans and locations;
• working with colleagues, other departments and media buyers either in-house or in a specialist agency;
• making and maintaining good contacts with media owners, such as newspapers, magazines and websites;
• managing client relationships to build respect and trust in your judgement;
• proofreading advertisement content before release;
• maintaining detailed records;
• evaluating the effectiveness of campaigns in order to inform future campaigns.

Skills

You will need to show evidence of the following:

• commercial flair;
• good interpersonal, negotiation and communication skills, for liaising with colleagues, clients and media owners;
• literacy, for writing reports and presentations;
• numeracy, for data analysis and negotiations;
• strong analytical and organisational skills;
• ability to work with IT resources such as databases and spreadsheets, for the collection and management of information;
• capability to work effectively under pressure.

Professional Development

Pre-entry experience, especially relevant work experience, paid or unpaid, will greatly improve ones chances. The most relevant work experience is anything that has helped to develop interpersonal skills, such as work in a customer service or sales role.
Internships in media, marketing or advertising companies give applications an edge and are generally looked on favourably by employers.

Course Learning outcomes

On completing the module the student should

1. Have a clear understanding of various media terminologies
2. Deliberate on and challenge media briefs from the agency or client
3. Develop a deep analysis of consumers and media consumption behaviour
4. Analyse and interpret data findings for media insights
5. Align the marketing/ communication objectives with media goals
6. Master media integration
7. Develop media strategy, plan and implementation of efficient investment

Course Prerequisites

Under graduate degree and / or experience in marketing or brand communications for at least one year

Assignment

Participants will be assessed through a combined individual and group presentation, based on a brand of choice.
Refer to evaluation score sheet for marking criteria.

Added Value

Participants taking this as a short course will also have the option of attending Account Management and Life Skills classes at a discounted additional fee. The topics include;

• Keys to a successful career/ Emotional Intelligence
• Principles of Account Handling
• Presentation skills
• Team Dynamics and Handling Conflict
• Decision Making & Stress Management
• Selling Techniques
• Negotiation skills
• Self-regulation and Time management
• Managing projects
• Personal Branding and CV writing

Contact hours : 24 hours
Group Work : 10 hours
Assignment : 3 hours (Presentation)
Study hours : 30 hours
Teaching Pattern : Lectures + videos + case studies + group work presentations

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